Here at Clubcore we give you the unique opportunity to step up your club’s marketing strategy by targeting your fanbase with engaging messages through SMS technology, here are 5 reasons why you should consider text message marketing as part of your customer communications. As more brands look to target customers on the move, SMS is becoming an increasingly essential part of effective multi-channel marketing. However, with few digital marketing agencies featuring SMS as a core offering, their clients are potentially missing out on communications with customers and increased ROI.
In this post, we will summarise the benefits of using SMS in your marketing mix and discuss why SMS should be used in a marketing mix as well as looking at how it can be used as part of a long-term, multi-channel strategy for engaging with your fanbase to ultimately drive club revenues.
1. It’s a direct, immediate channel. SMS is one of the most immediate channels available; with a read rate of 97% within 15 minutes delivery, you can be reassured that your time-critical messages will be read almost instantly. A significant 45% of SMS campaigns generate a successful ROI, reaching over 50% when combined with other popular channels such as email and social media.
2. You can use shortcodes to simplify responses and build your database. Have your customers make the first move by adding a shortcode or keyword to print collateral, advertisements, and advertising boards as well as social media. This strategy means that customers soon become familiar with a brand’s code and keyword and are therefore more likely to interact and respond.
3. It can support and integrate with other channels. It’s important that all channels work well together within the marketing mix and SMS is no exception. SMS is a great standalone channel however, it can also enhance and support other marketing mediums, such as social media and email. For example, they can serve to remind customers to read an email sent by a brand an hour or even days before. A simple follow-up SMS asking, “have you read our email?” can help increase email open rates by 20%–30%.
4. You can learn more about your customers. SMS is a great channel to get feedback from your customers via surveys. Research shows that on average 31% of consumers will respond to a survey via SMS with the average response time for users being just over 5 minutes. Meaning you can get great results in a short period of time.
5. You can increase customer engagement. Think of SMS as a way to enhance how your brand engages with your customers across the entire customer lifecycle, this could be for pre-season, matchday news, post-match news. Clubs should remember to vary the type of content they send out – while your fanbase may value updates and news on forthcoming developments within the club, this information is best delivered via email where longer, more creative messaging is more appropriate.
Although marketers may feel that texting is invasive, many consumers are now familiar with text from when using local services like dentists, garages, or hairdressers, or public services like the NHS. This is a great example of how the NHS is engaging its audience in an admittedly high-engagement occasion by reminding users of their upcoming vaccination appointments.